Something is brewing at Manchester United, with hundreds of coffee machines being installed in and around Old Trafford.
The caffeine frenzy comes as United announce a multiyear deal with Melitta that will see the German company become the club’s “first official coffee partner”.
The Daily Mail reports that more than 200 Melitta coffee machines and makers are being put in corporate boxes and hospitality areas at United’s home ground. Branded machines will be also available for United fans to buy.
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While the club’s latest signing may not be in the same bracket as the reported deals for Paul Pogba (£89.3m) and Romelu Lukaku (£75m), it does represent yet another coup for its commercial team.
United now has a total of 54 commercial deals in place, including shirt sponsor Chevrolet and kit supplier Adidas. The list also includes more quirky tie-ins such as those with its music partner Deezer, global mattress and pillow partner Mlily, and paint partner Kansai Paint.
According to the United website, the club has 24 global partners, ten media partners, eight regional partners and 12 financial partners.
With so many commercial deals, it comes as no surprise that the Deloitte Football Money League 2017 reported in January that United had replaced Real Madrid as the world’s richest club.
United’s record revenue of €689m (£610m) “reflected strong growth across all three revenue categories - matchday, broadcast and commercial”, said Deloitte. This was boosted by the club’s return to the UEFA Champions League and new commercial partnerships.
United are not the only club to have secured lucrative but often bizarre commercial deals.
We take a look at some of the most memorable football sponsorships and endorsements.
Everton and Angry Birds
It was reported in September that Everton had signed a deal with Angry Birds for the online game to become a sleeve sponsor. As part of the deal, Toffees striker Wayne Rooney could feature in an Everton-themed version of the game, according to The Daily Telegraph.
Cristiano Ronaldo cookies
The Real Madrid and Portugal star may be as good a businessman as he is a footballer judging by the number of endorsements he’s scored.
With 64.2 million Twitter followers, CR7 certainly has the reach to satisfy sponsors looking to increase their visibility.
According to Forbes, reports Sports Illustrated, Ronaldo made about £70m in the 12 months up to August this year, including some £26.5m from endorsements.
Tag Heuer and Nike are among his most profitable contracts, but his tastiest tie-in is surely the limited-edition CR7 chocolate chip cookies.
Liverpool and Nivea Men
On the pitch, a footballer will get a yellow card if he takes his shirt off, but if taking your kit off is required for an advert - and, we assume, for a fee - then it’s fair game.
As Liverpool’s official grooming supplier, Nivea Men regularly gets Reds players to appear in its advertising campaigns.
The latest TV advert features James Milner, Nathaniel Clyne and Steven Gerrard alongside a “monster” who bizarrely tramples all over poor Milner as he sits in his car.
Clydebank FC and Wet Wet Wet
In 1993 the Scottish band Wet Wet Wet invested in their hometown club Clydebank FC by becoming their principal sponsors. The deal saw the band’s name emblazoned across the team’s kits. Classic tunes, not too sure about the shirts though…
